BRAND COLLECTION

Reebok and Innovative Eyewear join forces on a smart eyewear collaboration.

Published: July 21, 2023
Author: Fashion Value Chain

-By Pratyasha Sarkar

A new licencing deal for smart eyewear for the sportswear company Reebok was revealed by Innovative Eyewear and Authentic Brands Group.

The debut Reebok smart eyewear collection is anticipated to launch in early 2024 with designs for both men and women, according to the company that develops and sells smart eyewear under the Lucyd, Nautica, and Eddie Bauer brands. Few brands are as well-known in the athletic industry as Reebok, according to Harrison Gross, CEO of Innovative Eyewear.

On March 1, the Athletic Brands Group completed the purchase of the Reebok name from Adidas. Since taking control, the New York brand management organisation has named a new executive for Reebok International and signed a new European collaboration with luxury retailer Farfetch.

Steve Robaire, executive vice president of Reebok International, said at Authentic, “We are happy to join with Lucyd to pioneer Reebok’s smart eyewear product. All of Reebok’s product categories consistently feature innovation, according to the company. By using Bluetooth technology from Lucyd, we uphold the brand’s standards in this newly expanding market.

J.W. Foster and Sons developed Reebok in the UK, and Adidas, the world’s largest sports company, bought it in 2005. Its present U.S. headquarters are in Bosto

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